Although recent changes aimed to build a stronger European Union, it is difficult to say they achieved it. It is not just the economic puzzle they are in, but the absolute lack of identity, strong and competitive identity, the EU has.
Instead of a solid leadership that shows himself as the head of a real politic, social and economic power, instead -also- of a solid foreign affairs head leading missions everywhere, we´ve got one Merkel, one Sarkozy, one Berlusconi… too many faces for just one body. And all of them different to one another and communicating in so different ways.
The first thing to understand when branding a place and communicate a strong identity is that words and actions must be perfectly aligned.